Heidsieck Champagnes ultimately sell for €50 million - what Vranken sells to Lanson, and what it keeps

he sale of Champagne Heidsieck & Co. Monopole was approved and signed on October 1 by the boards of groups Vranken-Pommery Monopole (the second-largest Champagne group after LVMH) and Lanson-BCC (n°4 after Laurent Perrier). The transaction will be effective on 1 January 2026 when for Lanson-BCC the Heidsieck brand becomes the corporate identity of Maison Butin, a company that specialises in white-label products for multiple grocers. According to a press statement, the firm will be able to draw on supplies from 650 Champagne grape growers to develop its business.

The Vranken-Pommery group – which will be renamed Maison Pommery & Associés on 1 January 2026 – will prioritise the Pommery brand and use the sale to de-leverage, with the financial gain estimated to be between 5 and 7 million euros annually. It acquired Heidsieck in 1996 and will be selling it for €50 million. Although originally the sale was estimated to be in the range of €110-130 million, as approved at Vranken-Pommery’s AGM on 5 June 2025, ultimately it will not include all the inventories, just “the brand’s wine library covering the historic vintages”. These include bottles from 1907 which were recovered from the wreckage of the Jönköping that was sunk in the Baltic Sea. The sale also covers wines that have already been packaged with the brand name. This will lead to an additional sum when the brand sale is completed. The remaining Champagne inventories, which have yet to be quantified, will be “leveraged” for Vranken’s Pompadour brand. The group owns a total of five Champagne brands: Vranken, Pommery & Greno, Pompadour, Charles Lafitte and Bissinger & Co.